This partner communication exists to provide timely information on Sonoma County’s tourism and hospitality industry, along with resources to help partners navigate through the COVID-19 crisis and beyond.
March 24, 2021
As we look forward to recovery and reinvigorating the economy of Sonoma County, especially as it relates to tourism and all businesses within the tourism ecosystem, we are committed to working with all of you to reopen as safely and responsibly as possible. We have begun an integrated marketing campaign within regional drive markets, encouraging overnight stays and touting restorative experiences. The campaign celebrates the power of human connection, recognizes the joy that comes from gathering as friends and family, and encourages long-lasting memories that will be even more cherished than before. This is travel’s moment. This is our opportunity to shape lives, restore hope and reenergize our economy. Now is the time for all to herald those who work in the tourism and hospitality industry – the thousands of employees, hundreds of owners and operators and scores of dedicated workers who create the experiences, products and services that welcome our guests. When we move forward in unity, we move forward with strength.   
Claudia Vecchio
President and CEO
Sonoma County Tourism
Preparing to Shine Again for NTTW
Last May, for National Travel and Tourism Week, we invited our partners to light their buildings and landmarks in the official color of the hospitality industry: purple. Our partners came through in a major way, delivering a show of strength and resolve during an incredibly challenging time.

As we prepare for National Travel and Tourism Week 2021, we once again encourage you to join us in shining Pinot Purple the nights of May 2-8. If your business or property has outdoor lighting, but you require purple gels, SCT can provide you with those at no cost.

If you do not have outdoor lighting, colored LED floodlights can be purchased from online sources at a relatively low cost. Participating businesses will be featured on our website and may receive additional exposure from coverage of this campaign.  

To request purple gels, or to let us know of your involvement, please fill out this brief form here.

Questions can be directed to Samantha Paul at
American Rescue Plan Relief Resources 
The U.S. Travel Association has helpfully consolidated program specifics for industry-related provisions contained in the American Rescue Plan. The information sheets cover qualification requirements, conditions, grant amounts, eligible uses, the application process, and recommended preparation activities.

You can view the information sheet for the Restaurant Revitalization Fund here, and the Shuttered (Live) Venue Operators Grant program here.

Additionally, the Sonoma County Economic Development Board recently sent out an informative communication regarding the American Rescue Plan which you can read here
STS Airport Survey
The Sonoma County Airport (STS) is excited to welcome back passengers when they’re ready to fly. The COVID-19 pandemic has changed the way people travel, and the Sonoma County Airport would like to better understand future air travel plans of potential travelers. Help STS create the safest and most comfortable travel experience possible by sharing your thoughts. Please take a few minutes to tell STS about your expectations of airports as COVID-19 containment increases. The survey closes April 18, and respondents will be entered to win an airport gift pack.

The survey can be accessed here
Skift Hospitality Booking Channels Survey
Has COVID-19 impacted your booking channel mix? What are the challenges with first-party and third-party channels? What is the optimal mix post-pandemic?

If you work for a hotel/alternative accommodation company and are familiar with your company’s distribution mix, Skift invites you to take a quick 2-minute survey around these questions. In return, Skift will send you a copy of the survey findings that can help you assess where you stand against peers and align your strategies forward. All responses will be kept anonymous and confidential. You can access the Skift survey here
Sonoma County Tourism has a Coronavirus Partner Toolkit regularly updated here.

The Sonoma County Economic Development Board has compiled a comprehensive list of local, state, and government resources (including financing options) for businesses at their SoCo Launch website here.
Get tested and help Sonoma County eliminate the coronavirus. Broad COVID-19 viral testing is now available. Learn more here.

The County of Sonoma’s SoCo Emergency webpage offers COVID-19 resources, support, and information.